When we’re exploring consumers’ beliefs, behaviors and attitudes, and choices, we think in terms of three levels of understanding that map directly onto their levels of consciousness.

The conscious, the subconscious, and the unconscious mind each come with their own challenges if you are a researcher wanting to get to deep insight. Nowhere is this as true as in the world of personal care products. Not to worry though, the knowledge and tools are there, you just need to know where to go to find them, and how to use them once you have them in your hands.